What can only users tell you about being “endorphin-releasin’”?

Well, this one’s obvious – only your users can tell you what they like or don’t like.

No guides, experts or competitors can speak on behalf of the specific people who use your website to buy things.

Google Analytics can’t show you that John, from Northampton, smiled when he saw the option to send a handwritten note with the bag he bought his mum from your site.

Surveys can’t show you that in the moment when Sarah saw all the possible discounts she qualified for at checkout, she thought, “I’m definitely going to come back to this site now!”

Don’t go the long way round, trying to figure out what will delight your users, when you can simply watch them and see where they most appreciate a helping hand.